The word communication is linked to that communicator who is interested in establishing a

community of information and knowledge with another receiver.

The word corporate conveys ideas and feelings of homogeneity, of something compact, of
teamwork, of common objectives, of forcefulness, and also serves as a reference point and a
valid guide for consultation in case of conflict or doubt.

Organizations have had to reinvent themselves to connect with their audiences, given the
immediacy that new technologies entail. Companies are now more dynamic, accessible and
communicative, which marks a change in their structures and in the way they are conceived.

In response to this trend, corporate communication emerges, which encompasses the set of
actions necessary to publicize the organization's activity and, especially, to satisfy the demand
for what different audiences want.

Unlike previous times, where communication was unidirectional and flat (from the company to
the public), in current business management, communication is interactive and establishes a
bidirectional communication system that provides valuable information for both parties.

Corporate communication.

“The set of internal and external communication strategies focused on the relationship
between the actors and the institution, recognizing their contexts, plots and scenarios for the
construction of joint objectives, combining all efforts for their achievement and connection
with their environment” APOLO MURILLO Y GARCÍA tools for the management of internal
communication and identity

1. Corporate communication is the discipline that directs all the messages that a
company, organization or institution wishes to convey to all its stakeholders.

2. In an increasingly connected world, companies need to reinvent themselves to

connect with their audiences. Consumers expect companies to be more accessible and
communicative, which is why corporate communication takes on a leading role in the
organization. It contributes to the optimal functioning of the company, provides
coherence to the corporate identity and manages internal and external information.
Corporate communication is the set of actions through which a company
communicates with its different audiences, whether its customers and the general
public or its suppliers, shareholders and other public and private organizations. Its
main objective is to improve the company's reputation by highlighting its benefits and
competitive advantages, all in a form of communication that meets the needs of each
activity.
The origin of corporate communication is found in the well-known Public Relations,
which consisted of maintaining links with the media and people relevant to the
company.

Types of corporate communication

The types of corporate communication carried out by an organization are classified as:
  Internal communication. It is the set of activities that allows you to create and
maintain good relationships with your members for informational purposes
(on tasks and instructions), motivational purposes (stimulation to optimize
work performance) or to promote good relationships and values (based on
business culture).
 Internal
CommunicationThe perception of the brand and corporate culture by
employees is increasingly important to foster involvement, productivity
and the alignment of objectives between companies, teams and people.
Appropriate internal communication promotes pride of belonging, which
will turn company members into brand advocates.

 External communication. It is the set of strategic actions directed at the

organization's external public with the objective of maintaining or improving
the corporate image, promoting products or services or increasing the number
of clients. To ensure successful communication, the organization needs to
know the different factors involved, such as the characteristics of the external
public, the socioeconomic situation of the environment and the companies
that are part of the competition, among others.


External CommunicationConnecting with all audiences is key to
achieving the purpose of brands. The aim of corporate communication is
to deliver messages that add value and utility to all strategic targets,
using the most effective communication media, channels and actions,
which have a positive impact on the brand image.

1. The functions of Corporate Communication

The mission of Corporate Communication is to establish the framework of content to be

communicated within which the company must operate. The purpose is none other than to
provide coherence and consistency in the messages issued by the organization and to lead the
communication activity.

For corporate communication to be effective, it is essential that management understands that

both the sender and the receiver can communicate. It is a game between the two, so it is
necessary to establish a “playing field” with guidelines to ensure that a similar message is
communicated. Thus, corporate communication is the place where the communicative space
in which the organization must move is developed.

The functions of corporate communication can be summarized in five basic points:

 Define the organization's communication keys.

 Locate and manage the fundamental means and supports for such communication.
 Ensure the correct functioning of the organization's communication processes and
channels.
 Define and prioritize the target audiences of our communication.
 Control and measure everything related to internal and external communication.
 2. Functions of business communication

Mediate with the media. The corporate communications department is responsible for
preparing and distributing press releases, responding to journalists' requests, organizing press
conferences and keeping abreast of the content published by the media about the
organization.

Public relations. One of the main functions of business communication is to make the
organization's activities known to the general public. Advertises certain products or services
and manages public opinion and the image of the organization through different channels,
including social networks.

Internal communication in a company. Communication with employees is essential because it

not only improves the employer brand, but also increases productivity and stimulates
innovation. The corporate communications department ensures that the appropriate channels
exist for communication to flow and is responsible for announcing news or changes in the
company.

Reputational risk management. When a problem occurs that affects the company's reputation,
the corporate communications department has the role of preparing spokespersons and
advising managers so that they can properly manage the crisis and minimize damage. It is also
their task to prepare a contingency plan that anticipates the different reputational risks to
which the company is exposed.

A CORPORATE COMMUNICATOR is responsible for

- Corporate brand

- Identity and corporate image

- Corporate social responsibility

- Corporate reputation

- Crisis communication

- Internal and external communication

- Investor Relations

- Media Relations

- Digital social media

The role of the Corporate Communications Manager

The Corporate Communications department must report directly to the general management
or president. The reason is that any other hierarchical dependency would limit the scope of
their functions and prevent messages from being consistent with the company's strategy.

The role of the person responsible for corporate communications must have a specific profile,
which is that of a manager with a global vision, with extensive business knowledge in all areas
(marketing, communications, human resources, finance, etc.) and with experience in dealing
with external clients. Must be able to perform several functions at once. Some of them are:
  Advise senior management on the organization's communication objectives and
subsequent strategy.
 Ensure the coherence, consistency and relevance of all the organization's
communication and its different manifestations.
 Manage corporate identity, the organization's image and brand architecture (its
organization, its visual identity, its reach, its relationships).
 Establish the organization's communication guidelines and policies at internal and
external levels.
 Direct and implement communications in the institutional and corporate spheres in
different media and formats.

Effectiveness of corporate communication

The effectiveness of corporate communication, both internal and external, will depend
on two stages:

 The ability to plan strategies (prior to sending the message).

 Analysis of the results (after the message is broadcast).
 In this way, the organization will have concrete information about the impact
generated by its message. If the communication objective was not achieved, the
company will have important information for making new decisions regarding its
communication strategies.

The keys to success in corporate communication

Nowadays, there is no company (of any size) that does not have a solid corporate
communications strategy. It is the nervous system of every organization and as such, it runs
through it from top to bottom.

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Different types of business communication

Not all companies and organizations communicate in the same way, and there are different
types and classifications of business communication based on various criteria.
1. Internal and external

The first of these is the one that establishes the distinction between internal and external
communication, the first being that which occurs between the different departments and
workers of the company itself and the second being that which is aimed at establishing
communication with the environment.

2. Bidirectional and unidirectional

Likewise, we can also find styles of business communication with a greater or lesser level of
interactivity, ranging from the more common bidirectional communication in which the sender
and receiver interact and exchange information to unidirectional communication in which only
one message is sent, generally from positions of power, to a receiver who has no option to
reply.

3. Ascending, descending and horizontal

Within an organization's internal business communication, we can find three main types
depending on the point where the information comes from and the position between the
sender and the receiver of the same communication. We speak of downward communication
when the communicative act is carried out by a sender with a higher position than that of the
receiver.

When it is the subordinate who sends the message to his superior, we would speak of upward
communication. In both cases we would be dealing with a type of vertical communication, that
is, a communication in which the subjects who maintain the communicative act have a
relationship of inequality in terms of power (there being a hierarchy between them).

The other major type of communication is horizontal communication, which is established

between individuals who have the same position and are at the same level of the hierarchy.

4. Formal and informal

Finally, it should be noted that in business communication we can find the existence of two
different types of communication channels: formal and informal. The first is where technical
aspects and those related to the tasks themselves are usually addressed, being a type of
communication that is respectful and focused on the reason and objective of the company.

In informal communication, however, more flexible and natural communications are usually
established, focused primarily on interpersonal relationships and often having the greatest
effect on workplace well-being. The latter varies greatly depending on who carries it out and
can transcend the work environment, making it difficult for the organization to control.